"It's misleading to think of boxed product and digital sales as separate." That's the claim of GAME Group CEO Ian Shpeherd who today highlighted the retailer's intention to further leverage the growth of digital as part of its overall product offer.
"Boxed product has been challenging, and will continue to be so," Shepherd confessed. "But it remains important, and will continue to do so.
"But it's misleading to think of boxed product and digital sales as separate. Most digital content is an add-on to a physical purchase. It's a mistake to think about them as separate customers.
"We must be sensitive to the buying patterns our customers have. And our relationship with our customers is our biggest asset."
Shepherd added that the genesis of this strategy was simple – it wants to mirror the buying habits of its customers and ensure that as many of them as possible stay loyal to GAME throughout the buying process.
"We could have explored lots of ways of moving beyond the core market we address today," he added. "But by far and away the biggest financial opportunity in front of us is to go with the gamer, to move with the core market. We're building on the DNA of the business."